The ‘Remember Why’ marketing campaign for Hamilton Island, an Australian holiday destination, encouraged people to remember the real reason for going on a holiday – to connect with family and friends. The emotive campaign emphasises the importance of connection and how time spent with loved ones is precious. The striking visuals of the incredible Whitsunday region showcase the beauty of the destination, but also convey the message of how experiencing it with family and friends is what truly matters. The creative touch points invite viewers to connect with the everyday sensory experiences of being on holidays with loved ones. The music choice intensifies the emotive experience through its sentimental message while engaging people with its well know lyrics. The visual assets were captured in a classic, timeless manner that has allowed the success of the campaign to continue over numerous years. The-Aesthetic Creative managed the campaign from creative development to delivery of assets to media.